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Who’s Next Q&A: On the stand with...

Pamela Shiffer, Owner of London womenswear indie Pamela Shiffer.

How have you found the show?

I’m seriously impressed with this show, it’s really freshened me up. It’s been the best show in years, certainly in Paris. I come every year and have done for 20 years now. The entertainment, the layout, everything is great. The way they’ve staged it means you don’t walk around with a black cloud over your head, which means I’m able to make better decisions.

Is it an issue for you that it is so early in the season?

It is early but I’ve got used to it now. It’s a springboard to the season now. Although I did find one brand that didn’t have all its prices finalised because it’s too early. They will be at Pure in London so I will see the prices and put my order in there, but I’d rather do it here. It’s really annoying as they should push to be ready.

How was the offer of brands?

This time they worked really hard to get the right mix and all in the right halls. Some shows give out mixed messages but here they worked hard to keep each area of the show very clear. There’s quite a few that have caught my eye.

Have you placed orders?

I have done orders here and picked up new brands, but I’d prefer to keep them secret for now. There are three or four brands that I’ve seen before but now might buy for spring.

What trends have you spotted?

This Batik, hippy, summery look really works for every day. It’s a great holiday thing but can be everyday also. Neon is still a major trend. I dipped my toe into it last season but it seems lots of brands are doing a nod to it. Flecks of neon in prints, embroidery and embellishment, so it’s a bit more accessible and easy to wear. We’re so used to layering with our weather and this show is great for that, they do it really well. The trends are evolving quite slowly, but this hippy vibe is the most clear here.

And key colours for spring 14?

Limes, corals and hot pinks balanced with creams and whites so it’s very fresh. I have seen yellows too but I steer clear of yellow for my customer as it’s often hard to wear.

What other shows will you visit?

Pure and Scoop in London, Vision, Gallery and CIFF in Copenhagen.

Do you still think trade shows are relevant?

I’m always looking for new brands so I will always be here. The main reason to come is to find that gem. It’s always to see if I can find something new and fresh to bring back. I don’t think there is a replacement. I need to see and feel the pieces, see it on the body. I need to be here. I need to see it in the flesh. I wouldn’t do it online. You’ve got to be at the shows or you’re not fresh.

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